Packaging helps to keep a product safe when it’s in transit between the manufacturer and a consumer. Companies can also use it to divide components of a product and allow it to be easier to purchase something within individual quantities.
Of course , there’s more to packaging than just utility. It is also an important marketing aspect that can play a key role in how consumers look at your brand.
Why Is Good Product Packaging Important?
Packaging is among the first things a customer sees. In many cases, it is the first interaction that they have with your brand. This makes it a key component that affects the perception of your brand.
If you take your packaging seriously, you can turn it into a positive marketing impact. For instance, you can use your product packaging to tell the story of your brand. Luxury laundry detergent brand name Laundry Sauce created the packaging style in concert with its brand in order to weave both together. Its pods come in packaging that is sleek, features hot-stamped logos, and transmits a message of luxury — which is central to the brand’s origin story.
If a picture is worth a thousand words, quality visuals of packaging can do more than just tell a brand story. They can furthermore send subtle messages. A good example of this is the feeling that accompanies the sight of Oakland California’s Blue Bottle coffee brand. Whenever a consumer views the company’s simple blue bottle logo and packaging on a bag of coffee beans, they can expect to receive remarkably constant quality coffee beans.
A good package can also draw customers in. LEGO’s mystery boxes are a great iteration of this marketing tactic in action. They feature a clean, minimalistic exterior that centers on a certain brand, such as Star Wars, and leaves the rest up to the imagination.
Lastly, good packaging can be a actual physical, real-world manifestation of your company’s corporate social responsibility initiatives. By using recyclable materials (and indicating that fact on the packaging itself) a brand can immediately show consumers that they operate in a sustainable manner.
Tips to Master Presentation
It can take as little as seven mere seconds for customers to form a first impression of your brand name. So , you want your presentation to not just represent. You need it to immediately stick out. Here are a few tips to help you do therefore.
Stay since consistent as possible.
Your product packaging may provide an opportunity to be creative. However , it’s important to avoid overapplying that creative energy. Don’t change your packaging too often, as it can become a crucial part of your branding . You want consumers to acquaint themselves with your products when they see them.
Don’t overcomplicate things.
Simplicity is effective. It can speak to a larger market and can send a message quickly. When it comes to packaging, less is definitely more. Identify the key components that you need to include (things like a logo, title, and specific brand colors). Then existing them in as spending understandable a manner as possible.
Focus on key functions.
Most items address specific needs. A bag of rice is an affordable way to eat. A good action figure is thrilling may become a collectible. You should already be well aware of the features that are key selling points as you develop each product. Make sure to use this information to focus on the right details on your packaging.
Communicate with intrigue.
It’ s important to deliver a message with your product packaging. You can tell your brand story, show you’re sustainable, and concentrate on key features. However , make sure you don’t say everything. Mix communication with a simplicity that maintains a sense of conspiracy. Draw a consumer in by sympathizing with a pain stage, and then invite them to buy as a way to address that problem.
Don’t run after trends.
At this point, to be clear, you can arranged trends with your packaging. However , if you try to chase a short-term trend, it can quickly leave your brand looking out of style when consumer passions change. Add to that the period it takes to sell through existing inventory and get a product on to the shelf and reacting to trends is by no means a good idea.
Think through the eyes of the customer.
You don’t need to be the one that notices your packaging. You want your customers to achieve that. From purchaser personas to focus groups, always keep your target audience in mind as you make decisions throughout the packaging process.
There are many factors that go into quality packaging. When you can keep these in mind, they could help your products put on the shelf, e-commerce sales page, or wherever else customers interact with them.
Utilizing Product Packaging in Your Marketing Strategy
Packaging is necessary, whether you use it as part of your marketing strategy or not. Even so, the added value that good product packaging can offer in helping to promote a brand can be invaluable.
Take advantage of this natural form of marketing in every way possible. This way, when customers see your products, they’re drawn into a good unspoken yet predictably positive experience every single time.